Shoppers will continue to buy online in the post-pandemic era, and to a greater extent than before Covid. According to a study by Edge by Ascential, online sales will represent almost 40% of all sales in retail chains by 2026. In 2022, those who manage to master the platforms and the new environment will be in the best position and will be one step ahead.
The report shows the lasting impact of the Covid-19 crisis on retail, as well as the key aspects that will influence consumer behavior and how retailers and brands can plan and innovate for this operational paradigm shift.
“ Retailers rushed to invest in home delivery and in-store pickup capabilities in March 2020, and as the crisis progressed and became a long-term situation, the last mile became a crucial battleground, offering opportunities for differentiation and loyalty, ” says Deren Baker, CEO of Edge by Ascential. “ 18 months later, two-thirds of retailers (60%) offer two-hour (or faster) deliveries and almost 30% commit to 30-minute delivery. These developments, along with online subscriptions, promotional measures, and assortment curation, are helping to keep e-commerce penetration above pre-pandemic levels ,” he adds.
e-commerce growth
E-commerce is projected to grow 24% this year in the United States, 32% in the United Kingdom, 26% in Germany, and 28% in Brazil.
With consumer confidence and household budgets shrinking after the pandemic, price and availability continue to lead purchasing decisions, but shoppers are increasingly looking for product qualities that align with their values.
